Founded in 1860 by Edouard Heuer in Saint-Imier, Switzerland, TAG Heuer has consistently pushed the boundaries of watchmaking innovation. A pivotal breakthrough came in 1887 with the invention of the oscillating pinion, a mechanism that streamlined chronograph functionality by enabling instant start and stop with a single pusher. This design not only simplified the chronograph's assembly and maintenance but also enhanced its precision—a feature that remains integral to many of today's mechanical chronographs.
In 1916, TAG Heuer introduced the Mikrograph, the first stopwatch capable of measuring time to 1/100th of a second. This groundbreaking achievement set new standards in sports timekeeping and laid the foundation for the brand's enduring legacy in precision and performance.
These innovations underscore TAG Heuer's commitment to blending Swiss craftsmanship with cutting-edge technology, a tradition that continues to define the brand's timepieces today.
TAG Heuer's association with Formula 1 dates back to 1969, when the brand's logo first appeared on Jo Siffert's Lotus 49B, marking the first time a watchmaker sponsored a Formula 1 car.
In 1971, TAG Heuer became the first watch brand to sponsor a Formula 1 team, partnering with Scuderia Ferrari. This collaboration led to the development of the "Le Mans Centigraph," an advanced timing system capable of measuring time to 1/1000th of a second. The Centigraph allowed teams to time multiple cars simultaneously, providing lap counts, last lap times, and total times, all printed instantly. The Centigraph's precision played a pivotal role in Ferrari's success, contributing to their 1975 Constructors' and Drivers' Championships, their first since 1964.
TAG Heuer's commitment to motorsports continued with a long-standing partnership with McLaren from 1985 to 2015, one of the longest in the sport's history. During this period, TAG Heuer supported legendary drivers like Ayrton Senna, who wore the brand's timepieces during his three championship wins. Notably, Senna favored the TAG Heuer S/EL Chronograph, particularly the Reference S25.706C, featuring a 1/100th second chronograph and a distinctive stainless steel and gold-plated finish. This watch became his trusted companion on and off the racetrack.
In 2025, TAG Heuer returned as the Official Timekeeper of Formula 1, coinciding with the sport's 75th anniversary. This renewed partnership underscores TAG Heuer's enduring legacy in precision timekeeping and its deep-rooted connection to the world of motorsports.
TAG Heuer meticulously selects advanced materials to ensure each timepiece offers both durability and elegance. The brand employs 316L stainless steel, known for its corrosion resistance and strength, providing a robust foundation for many of its watch cases and bracelets. For enhanced scratch resistance and a modern aesthetic, TAG Heuer incorporates ceramic into bezels and other components, benefiting from its lightweight nature and durability.
To protect the watch dials, sapphire crystal is used, offering exceptional clarity and resistance to scratches, ensuring long-lasting visibility and protection. These carefully chosen materials reflect TAG Heuer's commitment to quality and innovation, resulting in timepieces that stand the test of time.
TAG Heuer distinguishes itself through its commitment to precision, exemplified by its use of COSC-certified movements. The Calibre Heuer 02, featured in models like the Carrera and Monaco, boasts an 80-hour power reserve and meets the stringent accuracy standards of -3/+5 seconds per day, as set by the Contrôle Officiel Suisse des Chronomètres (COSC).
In the realm of dive watches, the Aquaracer Professional 300 42mm houses the TH31-00 movement, another COSC-certified calibre offering superior reliability for underwater adventures. TAG Heuer's dedication to innovation is further highlighted by the Carrera Calibre Heuer 02T, which has achieved METAS certification, ensuring exceptional performance even under magnetic fields up to 15,000 gauss.
As Cleveland’s authorized TAG Heuer retailer, Sheiban Jewelers offers a curated selection of the brand’s most iconic timepieces. With over 40 years of experience, our family-owned showroom in Strongsville provides expert guidance and personalized service to help you find the perfect TAG Heuer watch.
Carrera: Introduced in 1963, the Carrera collection pays homage to the legendary Carrera Panamericana race. Known for its clean design and chronograph functionality, it's a favorite among motorsport enthusiasts.
Monaco: Famed for its square case and association with Steve McQueen, the Monaco stands out with its bold design and racing heritage.
Aquaracer: Designed for aquatic adventures, the Aquaracer offers water resistance up to 300 meters, combining functionality with sporty elegance.
Formula 1: Reflecting TAG Heuer's deep ties to motorsports, the Formula 1 collection features vibrant designs and robust performance, suitable for both track and everyday wear.
Link: Recognized as an icon of sport and elegance, the TAG Heuer Link collection is distinguished by its signature S-shaped bracelet, offering a unique blend of comfort and style.
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